학술논문
스포츠관여도와 광고소구유형에 따른 아이스하키 광고포스터의 효과 검증 / Analysis on the Effect of Ice Hockey Advertising Poster Based on Sport Involvement and Advertising Appeal Type
Document Type
Dissertation/ Thesis
Author
Source
Subject
Language
Korean
Abstract
본 연구는 아이스하키 홍보 포스터에 대한 관여도와 광고 소구유형에 따라 광고태도, 기대도 그리고 관람의도를 분석한 것이다. 이를 통해 비인기 종목인아이스하키의 인프라 구축과 다각적인 광고전략을 수립하여 관람소비자들을 좀 더 효과적으로 경기장에 유입시킬 수 있는 기초 자료를 제공하고자 한다. 설문조사는 서울 시민을 모집단으로 설정하였으며, 표본(sample)은 편의표본추출법(convenience sampling)을 활용하였다. 각각의 참여자는 2개의 실험 포스터 중 하나의 포스터에 무작위로 노출되었으며, 자기평가기입법으로 설문을 진행하였다. 포스터별로 132명씩 배정되어 총 264부의 설문지가 배포되어 수거되었으나, 응답 내용이 부실하다고, 판단되는 24부의 설문지를 제거하여 총 240부의 설문지를 활용하였다. 이 자료를 기초로 자료를 부호화(coding)한 뒤 SPSS win ver. 23.0을 사용하여 탐색적 요인분석, 신뢰도 검사, 기술통계, 대응표본 T-검정, K-평균 군집 분석, 이원분산분석을 실시하였다. 이와 같은 연구 절차를 거쳐 얻어진 본 연구의 결과는 다음과 같다. 첫째, 아이스하키 관여도와 광고 소구유형에 따른 광고태도에 영향을 미치는 분석결과, 정(+)적인 영향을 미치는 것으로 나타났다. 둘째, 아이스하키 관여도와 광고 소구유형에 따른 기대도에 영향을 미치는 분석결과, 통계적으로 유의하지 않은 것으로 나타났다. 셋째, 아이스하키 관여도와 광고소구 유형에 따른 관람의도에 영향을 미치는 분석결과, 정(+)적인 영향을 미치는 것으로 나타났다. 따라서 아이스하키 홍보 포스터 제작 시 메시지 수용자들의 관여 정도 즉 고관여 집단은 감성적 광고를 저관여 집단의 경우는 정보중심의 이성적 광고로 홍보 포스터를 제작한다면 보다 효과적인 홍보가 될 것이다.
The purpose of the present study was to analyse the relationship among involvement of advertising poster, advertising attitude based on different appeal type, expectation and spectating intention. This study wasexpect to provide basic materials for infrastructure structure, multi-dimensional advertising strategy establishment and attracting more audience to the stadium more effectively. People who lived in Seoul wereselected as researching targets by using convenience sampling. Each participator was showed with 1 of 2 researching posters randomly and self-evaluation was conducted in the survey. Totally 132 people took partin the research and 264 questionnaires were collected. 24 researching paper were excluded due to insufficient answer and 240 questionnaires were used for final analysis.Collected data was firstly coded and then was analysed through exploratory factor analysis, reliability assessment, discrebtive statistics, paired T-test, K-means clustering analysis, one-way ANOVA by usingSPSS win ver 23.0. The results of the present study were as followed.Firstly, involvement of ice hockey and appeal type had a positive effect on advertising attitude; Secondly, involvement of ice hockey and appeal type had no effect on expectation; Thirdly, involvement of ice hockey and advertising appeal type positively influenced spectating intension.Therefore, emotional advertising posters should be made for high-involvement groups while rational advertising posters should be made for low-involvement groups in order to realize better promotioneffectiveness.
The purpose of the present study was to analyse the relationship among involvement of advertising poster, advertising attitude based on different appeal type, expectation and spectating intention. This study wasexpect to provide basic materials for infrastructure structure, multi-dimensional advertising strategy establishment and attracting more audience to the stadium more effectively. People who lived in Seoul wereselected as researching targets by using convenience sampling. Each participator was showed with 1 of 2 researching posters randomly and self-evaluation was conducted in the survey. Totally 132 people took partin the research and 264 questionnaires were collected. 24 researching paper were excluded due to insufficient answer and 240 questionnaires were used for final analysis.Collected data was firstly coded and then was analysed through exploratory factor analysis, reliability assessment, discrebtive statistics, paired T-test, K-means clustering analysis, one-way ANOVA by usingSPSS win ver 23.0. The results of the present study were as followed.Firstly, involvement of ice hockey and appeal type had a positive effect on advertising attitude; Secondly, involvement of ice hockey and appeal type had no effect on expectation; Thirdly, involvement of ice hockey and advertising appeal type positively influenced spectating intension.Therefore, emotional advertising posters should be made for high-involvement groups while rational advertising posters should be made for low-involvement groups in order to realize better promotioneffectiveness.